Marketing Communication Assignment - Marks & Spencer group plc
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Added on 2020-10-23
Marketing Communication Assignment - Marks & Spencer group plc
Added on 2020-10-23
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MarketingCommunication
Table of ContentsINTRODUCTION...........................................................................................................................3Main body........................................................................................................................................3a) Critically evaluation of the characteristics, features and effectiveness of marketingcommunications tools .................................................................................................................3b) A strategic marketing communication plan to market the product in UK............................10CONCLUSION..............................................................................................................................16REFERENCES .............................................................................................................................18
INTRODUCTIONMarketing communication is a tool or process by which company can promote theirproduct and services in the competitive market in order to accomplish organisational goals andobjectives effectively. It plays very important role in an every organisation as it aids them toachieve their target and enhance their sales accordingly. Along with this, marketingcommunication too used by marketer by creating awareness among their potential customersby which company can build their brand image at market place. In this present report, chosenbusiness entity is Marks & Spencer group plc (M&S) and this is a British multinational retailercompany that is founded by Michael Marks Thomas Spencer in the year 1884. It deals in variousproducts such as clothing, luxury food and home products. This company used marketingcommunication channel for creating awareness about their product in competitive market bywhich they expand their business at global level. In context to this present report, it has goingto be discussed various topics such as to discuss about the marketing communication tool andmarketing theories. Simultaneously, strategic marketing communication plan, elements ofcommunication process and marketing are going to be covered as for analysing an effectivenessof an organisation. Main bodya) Critically evaluation of the characteristics, features and effectiveness of marketingcommunications tools Marketing communication plays very important role as it helps an organisation tomaintain their position and deal with the competition in an effective manner. In context toMarks & Spencer company, they use marketing communication tools for promoting theirproducts or generating awareness at market place. This company deals with various productssuch as clothing, home and luxury food products as the motive is to expand their business atglobal level and attract ample amount of customers towards their brand(Armstrong and et.al.,2014). Also they provide good quality of products at affordable price by which they encouragecustomers to purchase their product and make effective decision making process in their mind.Marks and Spencer company aim is to satisfy their potential customers and maintaining thebrand image at competitive market place. In this current research report, clothing segment of
Marks and Spencer has to be chosen for target market. Simultaneously, the women top ischosen in clothing segment and for this they targetted on youth for enhancing their sale. This isbecause at present era youth are more interested for purchasing clothes so, they target themfor enhancing their sale and earn profit. Also they provide various offers in good quality by themotive of attracting more customers and retaining old customers for long period of time (Bruhnand Schnebelen, 2017) . MARKETING COMMUNICATIO TOOLSIn addition to this, marketing communication can be done by various tool for providinginformation or generating awareness regarding their product at market place. This will helpsMarks and Spencer to expand their business at international scale and gain more profit. Theirare various communication tool of marketing such as advertising, sales promotion, directmarketing, public relations and personal selling and few of them described as below along withtheir characteristics and features:- Characteristics and features of marketing toolsMarketing toolsCharacteristicsFeaturesDirect MarketingIn context to Marks &Spencer, directmarketing processhelps them to gainimmediate responsefrom customers andmaintain long termrelationship with theircustomers. By the help of this tool,it helps M&S to savetheir other cost byremovingWith reference to this,M&S Provide accurateand right informationabout the product i.e.,top to the end numberof customers. Also, they influencewomens to purchasetheir product as theygive in good quality ataffordable price.
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